eTail Palm Springs 2021

February 22 - 25, 2021

JW Marriott, Palm Springs, CA

Transform SEARCH Summit

February 24, 2020

Focusing On Optimizing Paid Search, SEO, Performance Marketing Best Practices

This Retailer Only summit focuses entirely on SEO, SEM and performance marketing best practices. Move the needle with creative strategies that will increase acquisition and conversion rates. We’ll only talk search and acquisition during this day, so you leave with not only tons of notes, but tangible ways to solve your challenges. As a bonus we have roundtables designed to get you talking with your peers.

7:50 am - 8:20 am Networking Breakfast & Registration

Time to fuel up for a great day of in-depth learning on how to continue to optimize your SEO and SEM strategies. 

8:20 am - 8:30 am Welcome Remarks

8:30 am - 8:55 am Keynote: The Lands' End SEM Journey: 2018 to 2020 Success

Jean-Marx Mantilla will walk you through their award winning SEM program that led to a 33% increase in new customers. He will walk you through the ins and outs of this new program and the tools they used to acquire new customers.
Jean-Marx Mantilla, Digital Marketing Director at Lands' End

Jean-Marx Mantilla

Digital Marketing Director
Lands' End

8:55 am - 9:10 am Chairperson’s Opening Remarks

Rahmon Coupe, CEO at YourAnswer

Rahmon Coupe

CEO
YourAnswer

9:10 am - 9:40 am Keynote Panel Discussion: Making The Most Of Your Paid Search Budget

A diverse group of retailers, from apparel and sporting goods to legal services will walk through their SEM strategy and the tools they find most helpful and also what has been less effective so that you can plan out your 2020 search budget and see measurable results. Review ideas for:

  • Adjusting to responsive search strategies 
  • Shifting towards Expanded Text Ads to convey their messages to potential customers
  • Readying retailers for automated bidding strategies
  • Keeping on top of cross-device reporting and re-marketing in Google Analytics
Cecilia Jamieson, Consumer Acquisition Manager at New Balance Athletics Inc.

Cecilia Jamieson

Consumer Acquisition Manager
New Balance Athletics Inc.

Tatjana Kudla, Sr. Director, Marketing at Legal Zoom

Tatjana Kudla

Sr. Director, Marketing
Legal Zoom

9:35 am - 9:50 am Roundtable Host Introductions

Hear quick intros from your roundtable hosts and get ready to take a deep dive into the latest challenges related to search and acquisition marketing.
Get your search challenges solved by expert roundtable moderators from marketing visionaries. 2 rounds, 25 minutes each.

Table 1: Voice-Enabled Websites Drive Higher Mobile Conversion Rates
Moderator: John Palek, Director of Customer Engagement, YourAnswer
Retail Moderator: Lori Harmon, Sr. Director of IT Operations, Ashley Stewart

Table 2: Leveraging Attribution Best Practices to Calculate Real Return on Your Search Investments
Moderator: Jason Roussos, SVP, Strategy, Adlucent
Retail Moderator: Mike Carmody, VP Marketing, Saatva

Table 3: Five Search Marketing Tactics Every Retailer Should Adopt to Win in the Changing Landscape
Moderator: Udayan Bose, Founder & CEO, Netelixir
Retail Moderator: Chris Turner, Director, Search Marketing, Teleflora

Table 4: Google Paid Search & Its New Role in the Shopping Journey
Moderator: Justin Smith, VP, Strategic Accounts, Sidecar
Retail Moderator: Bryan Benavides, Director of Digital Marketing, Abt Electronics

Table 5: Why Google Shopping Doesn't Work For Many Retailers
Moderator: Liam Patterson, CEO, Bidnamic
Retail Moderator: Sunil Gowda, CEO, Gamentory
John Palek, Director of Customer Engagement at YourAnswer

John Palek

Director of Customer Engagement
YourAnswer

Lori Harmon, Sr. Director, IT Operations at Ashley Stewart

Lori Harmon

Sr. Director, IT Operations
Ashley Stewart

Jason Roussos, SVP, Strategy at Adlucent

Jason Roussos

SVP, Strategy
Adlucent

Mike Carmody, VP, Marketing at Saatva

Mike Carmody

VP, Marketing
Saatva

Udayan Bose, Founder & CEO at NetElixir

Udayan Bose

Founder & CEO
NetElixir

Chris Turner, Senior Manager, SEM at Teleflora

Chris Turner

Senior Manager, SEM
Teleflora

Justin Smith, VP, Strategic Accounts at Sidecar

Justin Smith

VP, Strategic Accounts
Sidecar

Bryan Benavides, Director, Digital Marketing at Abt

Bryan Benavides

Director, Digital Marketing
Abt

Liam Patterson, CEO at Bidnamic

Liam Patterson

CEO
Bidnamic

Sunil Gowda, CEO at Garmentory

Sunil Gowda

CEO
Garmentory

10:40 am - 11:10 am Morning Coffee & Refreshments

Your mind is buzzing with ideas so grab some coffee and keep it going!
Regardless of whether a customer knows what they are looking for or not, their eCommerce journey frequently starts with a search engine. Which search engine are they using? What do their browsing habits look like and how can you better understand their path to purchase? Search experts from goop, Bloomnation, Balsam Brands, Netelixir and SEO expert Matt Storms will discuss ideas for:

  • Determining what search technology is working today to effectively track customers’ search and browse behavior
  • Understanding that shoppers are in control of their path to purchase (and they are exploring through multiple channels at the same time)
  • Assessing customer language so search campaigns are targeted and tested
  • Revamping your search parameters to support the customer journey and providing a compelling shopping experience that encourages them to buy 
Courtney Messerli, Director,  eCommerce & Search at goop

Courtney Messerli

Director, eCommerce & Search
goop

Eric Wu, Former Head of Product & Growth at BloomNation

Eric Wu

Former Head of Product & Growth
BloomNation

Matt Storms, Growth Marketing & SEO Expert at Mattstorms.com

Matt Storms

Growth Marketing & SEO Expert
Mattstorms.com

Clint Borrill, Sr. SEO Manager at Balsam Brands

Clint Borrill

Sr. SEO Manager
Balsam Brands

Get your search challenges solved by expert roundtable moderators from marketing visionaries. 2 rounds, 25 minutes each.

Table 1: Voice-Enabled Websites Drive Higher Mobile Conversion Rates
Moderator: John Palek, Director of Customer Engagement, YourAnswer
Retail Moderator: Lori Harmon, Sr. Director of IT Operations, Ashley Stewart

Table 2: Leveraging Attribution Best Practices to Calculate Real Return on Your Search Investments
Moderator: Jason Roussos, SVP, Strategy, Adlucent
Retail Moderator: Mike Carmody, VP Marketing, Saatva

Table 3: Five Search Marketing Tactics Every Retailer Should Adopt to Win in the Changing Landscape
Moderator: Udayan Bose, Founder & CEO, Netelixir
Retail Moderator: Chris Turner, Director, Search Marketing, Teleflora

Table 4: Google Paid Search & Its New Role in the Shopping Journey
Moderator: Justin Smith, VP, Strategic Accounts, Sidecar
Retail Moderator: Bryan Benavides, Director of Digital Marketing, Abt Electronics

Table 5: Why Google Shopping Doesn't Work For Many Retailers
Moderator: Liam Patterson, CEO, Bidnamic
Retail Moderator: Sunil Gowda, CEO, Gamentory
John Palek, Director of Customer Engagement at YourAnswer

John Palek

Director of Customer Engagement
YourAnswer

Jason Roussos, SVP, Strategy at Adlucent

Jason Roussos

SVP, Strategy
Adlucent

Lori Harmon, Sr. Director, IT Operations at Ashley Stewart

Lori Harmon

Sr. Director, IT Operations
Ashley Stewart

Mike Carmody, VP, Marketing at Saatva

Mike Carmody

VP, Marketing
Saatva

Udayan Bose, Founder & CEO at NetElixir

Udayan Bose

Founder & CEO
NetElixir

Chris Turner, Senior Manager, SEM at Teleflora

Chris Turner

Senior Manager, SEM
Teleflora

Justin Smith, VP, Strategic Accounts at Sidecar

Justin Smith

VP, Strategic Accounts
Sidecar

Bryan Benavides, Director, Digital Marketing at Abt

Bryan Benavides

Director, Digital Marketing
Abt

Liam Patterson, CEO at Bidnamic

Liam Patterson

CEO
Bidnamic

Sunil Gowda, CEO at Garmentory

Sunil Gowda

CEO
Garmentory

12:55 pm - 1:55 pm Lunch & Networking

1:55 pm - 2:10 pm eTail Best In Class Award For Search Engine Optimizer

Diane Langston, Director, Information Technology Product Management at Dell

Diane Langston

Director, Information Technology Product Management
Dell

2:10 pm - 2:35 pm Fireside Chat: The Battle Of Search Marketing Dollars: Google Vs. Amazon

Consumer search behavior is changing rapidly with Amazon becoming a pseudo search engine. How is search behavior changing, and how has Amazon’s dominance impacting your search spend? This session will take a deep dive into the battle of the behemoths – Amazon v. Google. 

  • The shopper journey funnel difference between Google and Amazon: where are higher conversion points?
  • Tracking traffic: lead the customer to brand site via Google or directly convert on Amazon
  • Understanding if there are there different kinds of searchers on the different platforms 
  • Google ads vs. Amazon ads: how to differentiate besides just price
Maia Haag, Co-Founder & President at I See Me! Inc

Maia Haag

Co-Founder & President
I See Me! Inc

Ryan Guldberg, Director, eCommerce Marketing at I See Me!

Ryan Guldberg

Director, eCommerce Marketing
I See Me!

2:35 pm - 3:00 pm Keynote: Evolving For Success: The Human Side Of Performance Marketing

Over the last decade, the changes to performance marketing—especially for eCommerce companies—have been immense and heavily driven by technology. Teams are strengthened by powerful tools that allow them to achieve new levels of surety, attribution, and ultimately performance than ever before. However, not everyone on the team has access to the tools, background, or even the inclination to become a performance marketer. So how, then, do you transform a whole team, not just their marketing stack, to embrace and achieve new levels of marketing performance? This keynote discussion will address:

  • How Custom Ink has embraced performance marketing as a cultural norm
Focus on performance beyond channels
Reframing the conversation about what constitutes good work
Reframing performance, testing, etc., as fundamentally creative endeavors in need of creative solutions
  • How Custom Ink has focused on business acumen
  • Radical transparency into performance pushed deep down into teams
  • Regular conversations with teams and individuals about business performance, channel performance
  • Ongoing, formalized training for all to significantly deepen business and financial knowledge
  • How Custom Ink works to manage teams through change
  • Taking the team’s pulse quarterly
  • HPT and the culture of radical candor
  • Success is the biggest motivator for accepting change
Jeff Burchett, VP, Creative at Custom Ink

Jeff Burchett

VP, Creative
Custom Ink

3:00 pm - 3:00 pm Conclusion Of the Transform Search Summit

Relax with a cocktail and chat with other retailers in your vertical who share your pain points. You’ll meet the peers who can give you tons of advice and technology recommendations.

1. 0-25 Million in online revenues 
Hosted By: Martin Gendron, President, blackcircles.ca

2. 25 – 100 Million in online revenues
Hosted By: Gabriela Cruz, Senior Manager, Digital Marketing, Bliss

3. 100 – 500 Million in online revenues
Hosted By: Sue Cho, Head of Lifecycle Marketing, Calm

4. 500 Million+ in online revenues
Hosted By: Jean-Marx Mantilla, Digital Marketing Director, Lands’ End
Martin Gendron, President - General Manager at blackcircles.ca

Martin Gendron

President - General Manager
blackcircles.ca

Gabriela Cruz, Sr. Manager, Digital Marketing at Bliss

Gabriela Cruz

Sr. Manager, Digital Marketing
Bliss

Sue Cho, Head of Lifecycle Marketing at Calm

Sue Cho

Head of Lifecycle Marketing
Calm

Jean-Marx Mantilla, Digital Marketing Director at Lands' End

Jean-Marx Mantilla

Digital Marketing Director
Lands' End

5:00 pm - 5:00 pm Conclusion Of Cocktails & Conversations

5:00 pm - 6:15 pm eTail Seize The Seasons Receptions!

Pick one of four parties to join!

1. APRES SKI - Costas Nightclub
No skiing experience required to enjoy this apres hot spot. Warm up at Costas Nightclub!

2. SPRING CHERRY BLOSSOMS - Mikado Restaurant
Spring is nature’s way of saying let’s party! Head on over to Mikado Restaurant for refreshing cocktails and apps.

3. SUMMER SOLSTICE - The Pointe
Put a little sizzle in your step at the Pointe and enjoy all things summer!

4. FALL OKTOBERFEST - Rockwood Grill
No worries, you can leave your dirndl and lederhosen at home and just enjoy a nice bier by the fire at the Rockwood Grill!

5:15 pm - 5:15 pm Registration Closed